The "#Blood Normal" campaign banishes the blue liquid that conventionally stands in for period blood in advertising and instead shows real-life scenarios of young women dealing with their periods.

Set to a vibrant soundtrack and shot on 35mm film, the spot not only smashes through the sterile reputation of sanitary product ads but does so in a highly contemporary and stylish way.

The Mill’s VFX Team skilfully composited together the traditional stock film shots with modern GIF style animations and edits, resulting in this nostalgic, but honest and contemporary film.

Mill 2D Artist George Rockliffe explains, ‘Working with Director Daniel Wolfe and the guys from AMV on this poignant project was a real pleasure. There was a clear aesthetic that everyone involved wanted to achieve.

The post production on the film required some extra thought when it came to the rebuilding of these vignettes to make sure they blended into the whole film.

One way we managed to achieve the final look was by seamlessly merging together traditional stock film with modern GIF style animations and edits.

The shots in the final sequence of the film also deserved extra attention and consideration to really drive home the important message of the project. In the end, we created a sensitive yet thought provoking film that everyone should be proud of.

It was a real joy working on this spot and I look forward to working with all those involved again soon.’